Good web design has visual weight, is optimized for various devices, and has content that is prioritized for the medium. The most important elements of a web page should have more visual weight to “naturally attract” a visitor’s attention.

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Optimization for various types of devices and resolutions plays a fundamental role in modern website design. Web page layouts should be genuinely responsive and not rely on any fixed-size elements. Web designers using fluid grids and flexible images will guarantee that a web page will render well on a variety of devices, windows, and screen sizes.

Good design is making something intelligible and memorable. Great design is making something memorable and meaningful.

Dieter Rams

Most users search for something interesting (or useful) and clickable; as soon as some promising candidates are found, users click. If the new page doesn’t meet users’ expectations, the back button is clicked and the search process is continued.